because any other coffee is stale coffee.
That's right, even that brand new pound you just brought home from the store. Truth be told, once coffee beans have been roasted, they quickly begin to lose their flavor. Fresh coffee is at its peak of flavor between 12hrs. to 5 days after roasting. After 2 weeks it will have noticeably lost flavor. By the time the coffee is roasted, packaged, shipped, delivered to the store, stocked on the shelf and you finally pick it up - it's already stale.
Pre-ground coffee is a bad idea. Coffee's worst enemy is air. Once ground, much more of the bean is exposed to air as compared to the whole bean. The finer the grind, the greater exposure to air. Ground coffee stales VERY quickly, so it's best to grind it right before you're ready to brew. Ground coffee will stay good for several hours if kept in an air tight container. We don't recommend buying pre-ground coffee from the store.
Don't know what I mean? You will once you have tried truly fresh roasted coffee!
